JANUARY/FEBRUARY 2004 What’s Inside: National Scenic Byways Program Notes . . . . . . . . . 2 From Byways to Buyers: Managing Conflict: Position vs. Interest . . . . . .4 Driving the Byway . . . . . .6 Transforming Your Scenic Byway Creating an Annual Report for Your Byway: Florida into a Comprehensive Byways Go Online . . . . . . .8 Evaluating and Updating Your Byway Travel Experience Courtesy of the American Travel Center, Martinsburg, West Virginia Marketing Plan . . . . . . . .10 Five Low-Cost Ways to Increase Publicity for Your Byway . . . . . . . . . . .11 A merica’s Byways™, which range from the San Juan Skyway Highway in Colorado and 2004 Power Workshops: the Historic National Road through Coming to a Location several eastern states, to Woodward Near You! . . . . . . . . . . . .12 Avenue in Detroit and the Las Vegas 2003 Media Progress Strip, offer an attractive combination Report: It’s Working! . . .12 of intrinsic qualities for today’s Off The Shelf . . . . . . . . . .13 travelers. Most Byways provide great scenery and meandering Lights, camera, Action! country drives, while all have Is Creating Your Byway Video authentic, interesting and unique Finally Affordable? . . . . . .14 characteristics. Coming and Going . . . . .15 Traveling the Byways, roadways Calendar . . . . . . . . . . . . .16 with stories to tell, is exactly what today’s educated and very busy travelers want to do when they get away for leisure. The ability to explore a new landscape and learn about its story lets travelers take their minds off work, the only way In 1874 James Buchanan Eads completed the Eads Bridge, which is located along the Historic National Road in Illinois. Listed on the National Register of Historic Places, the Eads Bridge was that busy people can have a true the first across the Mississippi River below the Missouri River, the first to rely heavily on steel, and Published in cooperation leisure experience. As a result, the first to use cantilever construction. Today the Eads Bridge is open to vehicle traffic during the with the Federal Highway pleasure driving to explore week and open to pedestrians and bicycles on weekends. Credit: Photo by Lyle Kruger Administration by: America’s byways and backroads America’s BywaysTM ranks very high on the preference Resource Center list of modern travelers. Traveling the Byways, roadways with stories Arrowhead Regional For many of these travelers, coordi- to tell, is exactly what today’s educated and Development Commission nating the elements of a successful very busy travelers want to do when they 227 West First Street Suite 610 trip to an unfamiliar location poses get away for leisure. Duluth, MN 55802 a challenge. They don’t have time 1-800-4BYWAYS, Ext. 5 to seek accurate driving directions, find activities along the way, make Enticing more travelers to take trips want to take a trip. Each of these hotel reservations at exactly the on America’s Byways will require experiences will include the same right places or coordinate all of the that individual Byways put together basic elements that make it easy disparate pieces into one seamless cohesive experiences that buyers for travelers to enjoy the Byway. experience that fits into the can take “off the shelf” when they available time away. From Byways To Buyers continues on pg. 2 National or believe they are making a diverse interests of people and We are responsible to one Scenic valued contribution to the larger entity. Surveys about personal businesses in the area? Do you reach out, listen to, and talk another. Grassroots, community- based leadership is the guiding Byways beliefs indicate people are looking with underrepresented groups? principle for the National Scenic Program to connect with something bigger Do your organization’s vision, Byways Program. An essential Notes than ourselves. You and your goals and plans for the Byway factor in the merit-based selection Byway are part of something complement the communities’ of projects funded under the bigger: America’s Byways. expectations? Community Program is each Byway’s and A State byway coordinator support should not be taken State’s responsibility for ranking Rob Draper for granted. Rather it should be and priorities. Conversely, the Director shared with us recently that one National Scenic Byways Program of the main messages to their sought, nurtured and embraced greatest threat to the grassroots Byway leaders is “being one of to create and sustain a broad nature of this Program is America’s Byways is a privilege.” coalition for the Byway. Congressional earmarking of I’m excited and challenged to What a powerful message! We are responsible to future National Scenic Byways Program be in a direct leadership role generations. How will you funds for specific projects or Privilege brings responsibility. statewide projects. Once ear- again for the National Scenic sustain your Byway? What First and foremost, we are marking is on the table, any Byways Program and America’s resources or sites need to be responsible to visitors. Are maps, project is game regardless of its BywaysTM. The year 2004 marks protected or preserved? How brochures, or wayfinding signs relationship to a byway. One of a new era for Byways. I fully successful have you been in available so people know they’re the main rationales for pursuing expect Congress to reauthorize tapping multiple funding on the Byway and where to or accepting an offer to earmark the Program; then the Federal sources for Byway projects? find the treasured places to scenic byways funds is “everyone Highway Administration will How successful is your Byway experience? Is interpretive does it.” Didn’t our mothers open a new round of nomina- organization in attracting new, information available about your dispense of this notion in tions for America’s Byways. committed volunteers or partners? Byway’s stories? Does it engage adolescence? We will continue to strengthen Will your byway be better in people? Does it incorporate the National Scenic Byways 10 years? 100 years? Designation You and your Byway are part simple graphics or illustrations? Program. The America’s Byways as one of America’s Byways is a of something bigger, part of a Visitors intrigued by your Byway Resource Center is offering five wonderful accomplishment. A nationally designated collection will want to return, then visit regional training workshops to time to celebrate, reflect and that is America’s Byways. Your other Byways. Local residents help you—the Byway leaders— look ahead. Do your best to leadership spawns a collection will gain a new sense of pride expand and sharpen your skills hold onto the passion that has of Byways offering diverse, as they learn more about what’s to sustain your Byway and your energized your success thus far. authentic experiences for Byway special nearby. They’ll reconnect. Byway organization. Use the designation to energize visitors, residents along your Some will be inspired to commit For me, the end of a year is a their time and energy to the new partners and funding Byway, and future generations. time to reflect. The beginning, a Byway. sources. As you face challenges It is a privilege to work with time to look ahead. Workplace day-in and day-out, remember you in carrying out our shared We are responsible to communities what will make a difference to responsibilities for Byways. 5 surveys tell us that people want along the Byway. Does your your children along the Byway. to feel part of something bigger Byway organization reflect the From Byways to Buyers continued from pg. 1 Selecting Appropriate Themes methods, as in the Historic suggested stops. The Byways also will likely want to allow for visits. Travelers seek experiences that National Road and the Arroyo determine the sequence of the Driving distances and the sequence best match their interests. Some Seco Parkway Scenic Byway. Some stops along the roadway. This basic of stops are also important factors. are keen on the Civil War, some Byways can have many themes, tool, referred to as the traveler’s Visitors can feel overwhelmed are interested in Native American while others have only one or two. “itinerary,” forms the foundation when they attempt to visit more heritage, and others prefer Colonial The most interesting themes are of each driving trip that will than four major attractions in any American history. A good number selected by compiling a list of like be offered. given day. If at all feasible, organize of travelers want to explore Byways resources along the Byway to Developing Effective the stops so that the story develops to enjoy the best scenery, history, determine the combination that Itineraries as travelers progress through the natural areas, culture, and other best features the most important Effective itineraries include several day. This delivers the best story intrinsic qualities. intrinsic qualities of the Byway. elements that are important to line. Remember, most travelers can To most effectively present poten- Each theme then becomes the travelers. First, the selected bear about 100 miles during a tial experiences to travelers, each basis of a “story/itinerary,” which, activities need to have a strong “leisure” driving day. More than Byway should begin by selecting its if developed correctly, will “unfold” relationship to the theme, so that that, and driving becomes drudgery best “themes.” Themes for Byway as travelers take the trip. the travelers are learning the best rather than enjoyable meandering. trips can range from Amish her- After the themes have been story. Each of the selected activities Itineraries for Byways can often itage (Ohio Amish Country determined, Byways can select and inclusions must have regular, extend over a period of three or National Scenic Byway) and the the strongest ones to serve as the published hours during which four days, or in the case of the ancients of southwestern America basis of the travel experiences and travelers can count on them being Ohio River Scenic Route, over (San Juan Skyway), to historic or begin to define the actual driving open. It’s also important to let multiple destinations, each with salient construction and design routes that will reach each of the travelers know about how long they distinct itineraries. From Byways to Buyers continues on pg. 3 2 From Byways to Buyers continued from pg. 2 This view of the Arroyo Seco Parkway from atop Elysian Park showcases the Figueroa Tunnels and a view of the Los Angeles skyline. Credit: Photo by Steve Devorkin of Caltrans Telling Your Byway’s Story correctly articulated. Travelers who travel, they must call each of the Most of the customers of Byway Itineraries aren’t enough for the don’t get lost in a rural area will suggested accommodations to find itineraries and packages are ages 35 target travelers. They will also want return home telling their friends out if rooms are available and to 65. They are “babyboomers” to learn and understand the Byway about the great experience they make hotel reservations. They who are educated, interested and story, because that’s what engages had. Returning home after being must compare their planned leave their children at home. the mind in a new experience. lost, they will concentrate on arrivals with the operating times Packages work, because they pro- The Byway story is best told by telling the story of the lack of and days of suggested museums, vide what travelers want to experi- introducing the overall theme and directions instead. attractions, historic sites, visitors ence without the time-consuming intrinsic qualities of the roadway Complementing the centers, interpretation locations planning. first, complemented with informa- Experience with and activities. If too many impor- The benefits of developing tion about each of the suggested Accommodations tant stops are not open on the days complete itineraries and even stops, including the reason that a The location and quality of accom- they have free to travel, travelers “packaging” Byways are many. particular stop has been included. modations that you recommend may lay the trip aside and plan to Travelers leave home with a with each itinerary are critical to take it later. Or, they may find complete trip laid out, accurate Assembling Accurate another completely different trip to Driving Directions experience success. The scenery driving directions and accommo- can be great, but if the hotel or inn take, leaving the locations, sites dations. All work to lower their Unless each itinerary and story is and businesses along the Byway supplemented with accurate driving is a mess, the traveler will remem- stress when traveling in unfamiliar ber the experience as a bad one. In with fewer patrons. places, delivering a much more directions, travelers must locate the stops or featured descriptions on fact, more than just a hotel, today’s Assembling a complete Byway satisfying experience. The towns their own, an activity that can be travelers respond to “destination travel experience into a “package,” and villages along the way receive a frustrating process—especially in distinctive” historic accommoda- including an itinerary, story, pre- new guests staying at their inns, rural areas. None of the automated tions, the quality of which, unless paid accommodations, tickets to eating in restaurants and visiting systems to obtain driving directions selected very carefully, can vary museums, historic sites and attrac- area attractions. As visitors create on the Internet is completely dramatically. tions, and accurate driving direc- economic impact with their accurate; the farther off the beaten “Packaging” the tions, and complementing the dollars, they enjoy their hassle-free path one gets, the less likely that Whole Experience information with restaurant sugges- experience. For places located off accurate directions can be obtained Until now, most Byways that have tions, emergency information and the beaten path, these new guests from Web sources. developed travel experiences other useful materials, is a task that may translate into jobs. stopped here, feeling that travelers the American Travel Center and Byways that want to treat their similar companies have taken on travelers right will take the time to had enough information to enjoy the Byways. However, that still to serve both Byways and travelers. create accurate driving directions, One-stop shopping lets travelers even if someone actually has to leaves travelers with a lot of work to do before they take a trip. After purchase all of the elements of drive the roads to make certain their trip as a “package”—at that each stop and turn has been they’ve determined their dates of one time. From Byways to Buyers continues on pg. 13 3 Managing Position vs. A common response to conflict Position vs. Interest – Address Conflict! F orming . . . Storming . . . Norming . . . Performing. A now-familiar model of team is to simply pretend it doesn’t exist. As long as some work continues to What’s the Difference? When focusing on positions, The elephant in the living room metaphor provides a helpful development introduced by Bruce get done and a group can reasonably people are thinking mainly about reminder of why conflict Tuckman in 1965 provides a report that it’s moving forward, a what has already been decided and management is important and reminder that conflict is a normal sort of uneasy coexistence may be what they want. It’s a discussion best done on an ongoing basis. part of team development. For most maintained. The recent publication about the end result without regard When conflicts arise that aren’t groups, storming is the most difficult from America’s Byways Resource to how that decision was reached. acknowledged or addressed, they stage to be in and get through; many Center, Making the Grassroots Grow: If there is disagreement about the sit right in the middle of everything groups revisit this stage when Building and Maintaining Effective expected result, the discussion will and wait to be noticed. They may members and tasks change. Byway Organizations, includes a stay stuck at that point as the two even grow and have increasingly Conflict takes many shapes and may section on managing conflict. In one sides build up arguments designed negative influence on the relation- seem big and important or small and model of conflict management, the to defend their positions. ships and work of a group. trivial. Knowing that disagreements text describes shifting from positions Putting some work into focusing on Take some time to think about are a normal part of group work is to interests. the interests will allow people to having those hard conversations. just the initial step toward relationship A group that wants to build strong think about the needs, wants, desires, Start with a few open-ended building. How to get to the root of a working relationships will recognize concerns and expectations that questions that demonstrate you are problem and work out an agreement that conflict is part of the deal. went into arriving at the position. curious and open to learning how is something most of us face every Brainstorming, prioritizing, If there is some understanding on others arrived at their positions. day in different areas of our profes- developing work plans and making why a position is held, dialog can What interests do each side hold sional, volunteer and personal lives. decisions all have the potential of occur to assure that both parties that support their positions? When We all have an image of what it involving some sort of conflict. involved understand and have you use interests as the starting means to take a position on an idea Placing a focus on the interests of agreement on the final outcome. point, reaching a position that is or decision. Indeed, we expect that those involved can lead in the Interests are the information and agreeable to all parties may get people will do just that and even direction of getting through data that go into the position, and through the conflict with a stronger defend their position when it is each conflict with an increased understanding that information gives organization as a result. challenged. We may take a different understanding of how to be the people involved more information That’s better than digging in your position and ask questions or make effective as a group. to work with and more options to heels or living with that elephant! 5 statements in an attempt to present choose from. our own view. Which, of course, leads to conflict. 4 Conflict: Interest It takes careful thought and practice to manage conflict either between two individuals or among members of a group. Here are some basic points to keep in mind when you step into the world of conflict management from an interests point of view. • Don’t bargain over • Focus on the interest, not • Insist on objective, factual overwhelming vote to positions. When you do, on positions. Take time to criteria and information. proceed had a hidden people tend to dig in their list the concerns, wants, needs While you don’t want to saboteur. There are several heels and get defensive. and desires of each side of the ignore or casually dismiss examples of group decision- You’ll lose the interests of conflict, and there may be people’s feelings, decision making models in the those involved and the more than two. Work from making in any business-like Grassroots publication. options for other right that list and find what each setting needs to be based on • Follow-up. Be certain that answers. side has in common as well as criteria that can be measured things are going according to • Separate the people from the deal-breaker points. and documented. Table an plan. Whether you need to the problem. It’s important • Explore options and agenda item to collect data check in once or many times to describe the problem alternatives for solutions. if needed, especially if money will depend on the importance and find the root cause. Take some time here. People’s and/or jobs are involved. of the decision, the history Personalities, past failures needs are complicated and • Arrive at a solution. of the group and the level and holding grudges will even if you can’t meet At this point, before of trust built between group get you no further along them all, respectfully implementation begins, use members. For current and the path. acknowledging them is critical. the decision-making process future projects, it’s important Test each possible option your group has agreed upon to be sure the solution and along side your group’s and test for solid agreement implementation meets mission and vision. among all involved. You the interests that were don’t want to find out later agreed upon. that what seemed like an 5 Driving the Byway A1A Scenic & Historic Coastal Highway, Florida Byway Length: In 1938, the world’s first underwater 71 miles motion picture studio was constructed along this corridor. Driving Time: Creature from the Black Lagoon 2-3 hours and Revenge of the Creature were Designations: filmed at this studio. After World Florida Scenic Highway War II, the studio became a (2001-2002) “watering hole” for literary icons such as Ernest Hemingway, National Scenic Byway (2002) Thornton Wilder and Marjorie Unique Features: Kinnan Rawlins. Now known as It’s a remnant of “Old Florida.” Marineland, the oceanarium is listed on the National Register Paralleling a coastal barrier island of Historic Places. and the Atlantic coast, A1A Scenic & Historic Coastal Today’s travelers and residents Highway offers breathtaking views enjoy a wide array of recreational of the Atlantic Ocean and the opportunities, including bird Intracoastal Waterway. Stretching watching, wildlife viewing, boating, between Ponte Vedra Beach (the biking, golf, tennis, nature hikes, northern gateway) and Flagler scuba diving, swimming and surf Beach (the southern gateway), the fishing. Some of the best waves in corridor abounds with white sandy Florida attract people from all over beaches, traditional beachside the southeast to these beaches. Residents and visitors enjoy extensive access to the beach along the A1A. Lots of places here invite History enthusiasts can witness you to kick off your shoes and walk in the sand. communities, ample recreational adventures and history dating back historical reenactments, visit a lighthouse, tour historic forts, Organization: FDOT provides an unusually before the birth of this country. Prior to earning National Scenic high level of support for the state’s visit the world’s first oceanarium at Byway designation, three separate grassroots state scenic highway state scenic highway corridor organizations. In addition to Today’s travelers and residents enjoy a wide management entities (CMEs) State Scenic Highways Program existed along the corridor: Manager Mariano Berrios, eight array of recreational opportunities, including (1) the A1A Ocean Shore, district scenic highways coordinators bird watching, wildlife viewing, boating, (2) the A1A River & Sea Trail, offer assistance to local byway biking, golf, tennis, nature hikes, scuba diving, and (3) the Scenic & Historic groups throughout the state. A1A. The groups realized there In Florida, these groups may be swimming and surf fishing. were benefits in working together referred to as a CAG (corridor to preserve and enhance the entire advocacy group), a CME (corridor People have been traveling and corridor. Today, a 10-member board management entity) or a CMC Marineland and explore many living in this area for more than oversees coordination of efforts (corridor management council). other sites listed on the National 7,000 years. Over 50 archaeological along the A1A Scenic & Historic The A1A Scenic & Historic Register of Historic Places. sites have been documented along Coastal Highway. Non-voting Coastal Highway spans two state Environmentalists will find the A1A corridor; some date back representatives from the Florida highway districts, which means significant resources along the to 5000 B.C. Many people believe Department of Transportation that the group has access to the corridor—estuarine marshes, Ponce de Leon landed here in (FDOT), Flagler County and technical services of two FDOT unique coastal vegetation and 1513 on his quest to find the St. Johns County support the district scenic highway coordinators. important wildlife habitat. A “Fountain of Youth.” And it was number of federal, state and local board. The board also receives The CME of A1A is currently here that the sixteenth-century parks can be found along the route. valuable help from a volunteer exploring the formation of a Spaniards established St. Augustine, legal advisor. 501(c)3 nonprofit organization to the first continuously occupied Visitors and residents recognize be able to access a broader range European settlement in what is that this is a special place and of funding sources. now the United States. they are working hard to keep it that way. A1A Scenic & Historic Coastal Highway continues on pg. 7 6 A1A Scenic & Historic Coastal Highway continued from pg. 6 Preserving the Corridor: • The Overlay District idea quick- There is a shared concern along ly caught on in this fast-growing A1A about preserving the intrinsic area. Now each of the St. Johns qualities of this special place. An County coastal communities unprecedented wave of growth and have Overlay District regula- development threatens the corridor’s tions, which address similar distinctive environmental, cultural types of categories with slightly and recreational resources. The different requirements. Each “beach town” character of cities Overlay District has either a along the corridor is being altered. Design Review Board (DRB) or Realizing that growth cannot be an Architectural Review stopped, residents are taking action Committee (ARC) that meets to ensure that development is as needed (usually once per consistent with the hopes and month) to review all develop- aspirations of Byway communities. ment plans for compliance. Many of the Byway projects • The Overlay District concept and initiatives are focused on continued to move south into stewardship along the corridor. Flagler County. There, an Interim Here are several examples: Development Ordinance (IDO) The Town of Marineland is a small environmentally sensitive coastal community that promotes the coexistence between people and nature. The community consists of 160 acres and has only • In 1997, the northern-most was completed in just seven 12 year-round residents. The Town of Marineland wants eco-tourism to be its calling card. community in St. Johns County, months as an emergency The Town is becoming a major science research, education and nature center that aids in the Ponte Vedra, adopted the first protection until a full Overlay conservation of biologically diverse and important marine areas and species. Overlay District on SR A1A. Zoning District could be enacted. The IDO was the result of • Residents, city and county staff Contacts: This Overlay District establishes extensive volunteer and in-kind and elected officials, and FDOT Charles Helm, Chair, A1A Ocean special land development efforts of residents, local businesses, have created a one-of-a-kind, Shore CAG, 300 S. Central regulations above and beyond developers and the county. 19-mile bicycle and pedestrian Avenue, Suite 102, PO Box 328, the zoning requirements. Both The ordinance can be accessed corridor abutting the beach. Flagler Beach, Florida 32136; commercial and multi-family at www.flaglercounty.org/ This coastal path (developed Phone: 368-439-1627; residential uses located within A1Acounty.htm. with ISTEA funds) is the Fax: 368-439-8427; 600 feet of the outer edge of longest of its type in the country. email@example.com the right-of-way (ROW) are • Through the Florida Department required to comply with special of Environmental Protection • In 2003, St. Johns County Anne Wilson, Chair, Scenic A1A architectural, site design, (DEP), St. Johns County has passed a countywide Greenway, PRIDE, 5750 N. Oceanshore landscape buffers, parking, been ranked eligible to receive Blueway & Trails Master Plan, Boulevard, Palm Coast, Florida signage, landscape criteria, tree state funding for acquisition of which incorporates all the 32137; Phone: 386-439-3130; protection and lighting require- all the vacant land on both sides A1A Scenic & Historic Coastal Fax: 386-439-2253; ments according to the adopted of the Intracoastal Waterway Highway designation as well firstname.lastname@example.org ordinance. through St. Johns County. The as various other protective Barbara Jenness, Chair, Scenic & Intracoastal Waterway forms the programs in the county. Historic A1A, 4300 Coastal western boundary of this coastal • In February 2003, a seven-day Highway, St. Augustine, Florida scenic Byway. In May 2002, the planning and design charrette 32084; Phone: 904-823-0027; Elected State Officials, DEP, the was held in Flagler County. Fax: 904-823-0028; St. Johns Water Management Over 110 citizens turned out to Barbara@BarbaraJenness.com 5 District, and residents celebrated offer their ideas and visions on the purchase of 8,500 acres, the future of the A1A corridor. the largest parcel of land within With this information in hand, the boundary area. This land consultants from Treasure purchase, know as the Matanzas Coast Regional Planning Marsh, protects five continuous Council developed a “Citizen’s miles along the Intracoastal and Master Plan” to address zoning, protects Scenic & Historic landscaping and architectural A1A’s southern viewshed. design guidelines. • In 2002, Flagler County • An Interpretive Planning Group residents overwhelmingly has been formed to work on The City of St. Augustine (pop. 12,000) is a approved expanding a property Byway interpretation. The group The Flagler County Scenic A1A PRIDE (Promoting popular Byway destination. Founded in 1565, it is the oldest continuously occupied city in the tax program for the purchase of is recruiting new stakeholders Rational Integration of Development and Environment) committee recognizes local United States. An estimated 6.2 million annual environmentally sensitive land for an Interpretive Committee, businesses and organizations that are working visitors enjoy the community’s famous historic, defining interpretive themes, cultural and scenic resources. Maintaining a bal- along the corridor. The bond to preserve the scenic and historic character will generate an estimated and outlining a “beyond the of the Byway. Here, Anne Wilson presents a ance between the needs of visitors and resi- “Community Partner Award” to Derek Fawkes, dents is an ongoing challenge. The City of St. $6.7 million. sign” approach to education. president and CEO of Milestone Land Co., Inc., Augustine prides itself as a historic center and for the company’s sensitively designed renovation has established strict historic preservation ordi- of a former church along A1A. Framed plaques nances and building standards for renovation show a photo of the project and an inscription and construction on new structures. from the Byway. 7 Creating an Annual Report for Your Byway: Florida Byways Go Online By George Harnden, A1A Scenic & Historic Coastal Byway Editor’s Note: The following article describes one way that your Byway can create an annual report, based on the experience of the Florida scenic byway groups. For more ideas, please contact the America’s Byways Resource Center. Learning from The Scenic Highway Annual In 1994, the Florida Department I t’s that time of year. Families prepare annual holiday and New Year letters. Nonprofit Florida’s Example In Florida, scenic byway groups Report has its origin in the history of the scenic highway program in of Transportation (FDOT) received a National Scenic Byways Grant organizations prepare reports to (Corridor Management Entities or the state of Florida. The designation from the Federal Highway stakeholders. Businesses prepare CMEs) are completing their annual of scenic highways in the state of Administration to develop the corporate annual reports. It’s time reports online. The Florida Scenic Florida was started in 1993, when Florida Scenic Highways Program. to look back and look ahead. Back Highways Program (FSHP) has the legislature passed Florida To ensure that the goals of the at the year that has just ended, completed the creation and testing Statute Section 335.093. The state’s scenic highway program were and ahead at the year to come. of the FSHP Annual Report Web purpose of this legislation was to realized, the FDOT developed an Annual reports can be great tools site. On a state and local level, identify and preserve the intrinsic annual reporting process in 2001. for your Byway organization, too! FSHP participants and staff will qualities of scenic, cultural and They can be a powerful way to: be able to keep a historical record historic corridors in Florida. of pertinent scenic highway • communicate not just your information and generate reports Creating an Annual Report for Your Byway continues on pg. 9 activities, but your accomplish- on an annual or multi-year basis. ments during the past year; The report includes updates to • get people excited about your the Corridor Management Plan’s organizational objectives for goals and objectives, challenges the coming year; experienced throughout the year, • help you raise money by attracting economic data, and potential new donors and convincing awarded-funding opportunities. existing supporters that their The report also provides a means funds are being well spent; for the CME to closely examine • educate community leaders and the goals, objectives, and strategies influential decision makers about to see if the organization is still your work on important issues; relevant or whether it needs to • recognize special people, including be updated to better protect the donors and volunteers; and intrinsic resources of the corridor. • serve as a historical record of Some projects may have been your progress. completed and can be replaced Florida’s scenic byways use a Web-based Byways complete 11 report sections. They format to create an annual report for their may also add photographs and scanned with new goals that help to curb byways. Credit: Carter & Burgess, Inc. images that enhance their annual reports unplanned development. and help to tell their byways’ stories. Credit: Carter & Burgess, Inc. The Florida Scenic Highway Annual Report has eleven sections: 1) Instructions – Describes where 4) Goals, Objectives and 6) Funding – Gives a summary of 9) Problem Areas – Discusses to find the data to be entered Strategies – Explores how funding needs and problems. problems the CME has into the report and how the effective the goals, objectives This section also lists when new encountered. data is used. and strategies of the Corridor funding will be received and 10) Other Issues – Presents new 2) Photographs – Provides the Management Plan have been how it will be used. material not discussed in capability to upload photos to and whether some have 7) Measuring Success – Outlines earlier sections. enhance the information in been completed or need to the benefits of scenic highway be modified. Also, have new 11) Attachments – Allows the other sections. designation. It uses inputted scanned newspaper articles or ordinances, policies and/or data to measure the success of 3) Corridor Conditions – regulations been proposed or other paper notices concerning Analyzes the condition of the CME in attracting visitors events about the highway to issued locally that affect the to the scenic highway. the intrinsic resources of goals of the CME? be included in the report. the byway. Have they been 8) Local Government improved by enhancement 5) Community Participation Comprehensive Plan projects, or degraded by Program – Discusses the Relationship – Discusses the uncontrolled development? effectiveness of the CME public integration of the Corridor meetings and important issues Management Plan into the local discussed at the meetings. government Comprehensive Land Use Plan. 8 Creating an Annual Report for Your Byway continued from pg. 8 Measuring Success Numerical data can measure the An Annual Report success of the CME effort to draw Seven questions to help you tourists to the scenic byway. The get started: numerical data shows population 1. How can we use an annual report changes, traffic increases, tourist to serve our organization? Can increases, retail sales and gasoline we create a annual letter or sales. The state or county data report to reach our stakeholders? bank becomes the source of these 2. Who do we need to reach and data, accessed either from the for what purpose? Internet or by a text source. Florida 3. What do we want readers to do uses the University of Florida as a result of reading our report Bureau of Economic and Business (offer support, partner, volunteer, Research’s (BEBR) Florida County give funding, etc.)? Rankings text and several state 4. What results and accomplish- Web sites to supply these data for ments should we highlight the “Measuring Success” section of from the past year? the report. The report also requests 5. How can we tell a compelling a list of new businesses and a list of story? Can we include Each year, Florida byways analyze their intrinsic qualities as part of an annual report. new developments along the photographs, artwork, stories byway. A new-businesses list can about volunteers, quotes Forming a Committee writing the report. Use months usually be obtained from the local from partners or anecdotes What’s involved in creating the as a scale, and point out the government occupational license from community leaders? annual report? Our starting point year’s events affecting the scenic list. The real estate section of the 6. Who can help us prepare the was to form a committee within highway and when they occur. local paper may help to list new annual report? Do we know the CME devoted to the annual Include new construction, major developments, or contact the real people with skills in writing, report task, and we started holding meetings, important public events estate sales people concerned. It computer technology, proof- meetings. One person on our and legislation written or enacted. also may help to review the data reading, organizational committee had to have good This gets one thinking about how from last year’s report to see how history, photography, and computer skills because uploading and when events occurred during much has changed during the year graphic design? data into the Web site required the year. After sketching, the time before starting to write the report. 7. How will the report be printed interacting with the Internet. Also, line can be copied on a larger sheet and distributed? scanning and preparing pictures and or computerized to provide a guide Putting It All Together newspaper articles required photo to what happened during the year. Once the data are collected and the editing and a scanner. Another written sections are assigned, begin Whether your report is distributed Other important items of data are putting together the annual report. member needed to serve as the on the Internet, through the mail, newspaper articles that appeared This part of the task is similar to CME historian—someone who had or in person, don’t miss this oppor- during the year. These can be the process used to generate the a good knowledge of happenings tunity to update your stakeholders cut out and stored in a folder, or Corridor Management Plan. To during the year. A third member on your progress and possibilities! scanned and stored on disk. make the job easier, the report is would be the CME secretary, who Take advantage of this annual The articles may cover major created off-line using a word could provide minutes taken at milestone to produce a tool that construction along the corridor, processor. The off-line report CME meetings during the year. can advance your organization’s meetings, memorable events and includes all the questions asked by goals and objectives. Our committee meetings also legislation. The real estate section the Web site. If there are limitations included a government representa- of the local newspaper can be very on the size (number of characters) References tive from the county planning useful in describing new housing or of the response to the Web site, the department. This person helped commercial developments along 1. AECOM Consulting off-line work is the place to solve Transportation Group, identify and obtain county data the byway. The newspaper articles these problems. Photo editing can and knew whether the county may be added as attachments to “Measuring Success,” Prepared be done off-line to create photo for FDOT, March 2002. government had completed a task at the annual report. files (.jpg preferred) that are of a a certain time. Our committee then A third item of importance small byte size, making uploading 2. Carter & Burgess, Inc, “Florida assigned writing and data gathering includes minutes of meetings held easier. Copy-and-paste commands Scenic Highway Program Status tasks to each of the members and set by the CME or its committees. convert the word-processor-based Report,” Prepared for FDOT, up a meeting schedule to get the These can be kept in a folder or annual report into the Web site January 2003. report done on time. stored on computer disk. Your annual report. Note: George Harnden is an active Gathering Data CME may also have recordings of Taking a Final Look member of the Florida A1A Scenic & Gathering data during the year is meetings held during the year. Review and completion of the Historic Coastal Byway. He can be very important and can make the Use these to review the happenings annual report is an important reached at P.O. Box 456, Flagler work of preparing the Annual of the year and explain topics phase. The review involves county Beach, Florida 32136. 5 Report a lot easier. One very discussed at the meetings. Photos or city staff, and legal staff of the important starting point is to use a of events that occurred during the CME examining a printed version time line of important events that year are important. These need to of the Web site report to be sure occur during the year. This type of be photo-edited to make the file the printed version downloads diagram from History 101 can be smaller for easier uploading. properly. used as a constant reference while 9 Evaluating and Updating Your Byway Marketing Plan While Alaska’s Marine Highway doesn’t update its marketing plan more than once a year, the Byway group does look at it as a “living document”–one that’s flexible enough to embrace any opportunity that may come along. For example, the members check the schedule to see how they can make special sailings out of a standard trip. As a result, they Sail-abrated their Byway Designation with One-Day Getaways that created great visibility for the Byway and an economic hit for the towns they visited (especially the one with the golf course and the six-hour layover!). Undoubtedly, Byways that can be driven provide endless opportunities for similar undertakings, whether as day trips, weekend trips or even week-long trips. In the end, it’s less about “marketing” and more about “partnering” with the entities along your Byway to create greater awareness for it–and them, too! Credit: Courtesy of Art Sutch For many Byways, looking back Evaluating your efforts can also T he heart of winter is not typically a time to think about marketing (unless your Byway is can yield many mini-marketing goals that were targeted at For many Byways, give your Byway something to brag about when reaching out for a snow destination). However, different audiences. Perhaps support for new projects. If your it is a great time to update your your Byway was working on looking back Byway was able to help that same marketing plan for the coming some local community well-being visitor bureau with a map, start a season. More importantly, it is a issues that required a public can yield many template for interpretation and time to take stock in what you did relations campaign to local yielded a number of hits on a Web the year before, how good the community leaders. That same mini-marketing site about the area, then why not results were and what you would Byway may have also been report this in an annual report to change or adjust next time. working with the visitors bureau goals that were all your stakeholders? This is a Byway groups continually balance to develop a brochure for travelers nice way to show what you have a variety of projects, priorities and as well as finalizing an interpretive targeted at accomplished and increase their partners, and evaluation sometimes plan. All of these audiences were confidence in your ability to deliver valuable to the success of the on new projects. A word to the falls by the wayside. To create a Byway, so it is important to different audiences. wise, however: avoid the desire to new plan without realizing how effective the last one was can hurt evaluate the different methods make things sound too wonderful. your efforts and waste valuable and to see them as a whole picture. If a project did not work, report A spreadsheet might be a helpful that information as well. Your time and money in the long run. tool when laying out what was stakeholders and your group need accomplished compared to what accurate information to be able to audience was targeted and what evaluate future opportunities. Job-one in those cold winter months: dig out your plans goal of the strategic plan that and priorities from 2003 and take stock. Following these simple suggestions marketing initiative was aimed at. and mapping out your success will • What were your marketing • How much volunteer/staff This simple tool can be used to make the job of drafting your new goals? time did each priority take? gauge the importance of new plans much easier. Your Byway • Did you have a plan for • Why did a particular project projects and ideas that come up group can accurately see what was each goal? not get done? throughout the year as well as accomplished and be strategic • Did you make adjustments? • And most importantly, were serve as a way to stop a project if it about finishing goals or tackling these marketing priorities looks like the goals are not being new marketing projects for 2004. • Did you involve your partners? integrated in your other met. Many Byways post such a list 5 • How much did the project plans such as interpretation, at every meeting and refer to it really cost? updating your corridor when initiating new ideas. • Did you do a cost/benefit management plan, or your analysis to see if you really got overall strategic plan for the change you wanted? the year? 10 Five Low-Cost Ways to Increase Publicity for Your Byway By Mike Pina It’s free, it’s easy and it might spark Then, see how you can use these Michael Pina is Manager of Y ou have a great travel product. You know it. The travelers who have driven your Byway know a great idea. themes to promote your Byway. If you have an idea but are Communications and Public Relations for the Travel Industry Association One final note. The best place to get it, but the rest of America needs to inspiration is the www.byways.org not sure how to implement it, of America, which is the national know it, too. Money is tight and site. Look in the press room section contact Patricia McNally at nonprofit organization that represents marketing and public relations are of the site to see how the National email@example.com the $529 billion U.S. travel and not your forte. So, how do you tell Scenic Byways Program is promoting or call (202) 366-9766. tourism industry. Before joining TIA, the rest of America—or the world, the Byways experience. Read the For more information, please contact: he was Deputy Washington Bureau for that matter—about the great fact sheets and releases. Look at Mike Pina Chief for Travel Weekly, a national travel experience that can be had the kinds of coverage scenic Byways (202) 408-2137 travel trade newspaper. 5 on your scenic Byway? receive today. Mpina@tia.org The good news is that this is the best time in a long while to be promoting your Byway. Americans Here are five low-cost ways you can get media interested in your Byway. are staying closer to home, driving 1. Work with your destination The other way is to encourage 4. Be your own publicist. more often and looking for travel marketing organization. media to travel the Byway You don’t need a public bargains. In the past two years, If you have not done so independently and offer to relations agency to craft a travel by car increased three percent already, get to know the meet the representatives for a public relations campaign for annually. This past summer, 70 people handling public meal to answer any questions your Byway. Go to the biggest percent of Americans said they relations for your state travel they might have about the newsstands and bookstores in planned to take a driving vacation, office or area convention and area. The second approach is your area and purchase travel according to the Travel Industry visitors bureau (CVB). These the one most favored by the magazines that write about Association of America (TIA). organizations are working most respected travel writers driving vacations. Look at the daily to get more travelers and editors, who generally kinds of articles they publish How do you ride this growing wave to your area and their public prefer to explore an area on and see if your destination of interest in drive vacations? The relations staffs are always their own. would be a good fit for the most effective and least expensive looking for interesting ways 3. Make your Web site media- publication. Then, send a short way is through publicity—getting to get media to write about friendly. Odds are you already “pitch letter” to the editor your Byway mentioned free of your state or region. Talk to have a Web site, but is there explaining why the magazine charge in newspaper travel sections, them about interesting aspects a section dedicated to the should do a feature on your of your Byway that have not media? Generally speaking, Byway. Also contact the travel travel magazines, Internet travel been written about before. editors of the major newspapers sites, radio travel shows and other journalists prefer to use a Think of stretches that have Web site to research an area in neighboring states. Those are media outlets. Publicity is free. It unusually scenic views, area the papers that are most likely costs nothing to be mentioned in a before they write about it. history, exciting roadside Consider adding a button to to be interested in writing reputable publication. Publicity is attractions, or quirky your Web site that says about your area. also much more effective than an restaurants, signs or people. “Press” or “Press Room.” 5. Join Up. There are a few ad because consumers will almost Ask them to draft a news In this section include the organizations that can help you always believe something published release about your Byway following: get more coverage for your as news over paid advertising. and include it in their press destination and put you in direct kits and on their Web sites. • News releases To get your Byway covered by contact with media who write 2. Host a press trip. The media • Area photos that can about travel. Contact the Society travel writers and editors, it comes familiarization trip (fam trip) be downloaded of American Travel Writers down to two strategies: being is one of the most frequently • Your contact information (www.satw.org), the Travel proactive, by selling the media about used devices in a travel Media Association of Canada why your Byway is newsworthy, and • History of your Byway publicist’s tool kit. Target (www.travelmedia.ca), the North being prepared when the media call. media that you think might • A map of your Byway American Travel Journalists Next, take a day and spend it be interested in your area • Interesting sites along the Association (www.natja.com), and invite them to take a trip Byway with phone numbers Public Relations Society of looking at the online pressrooms of along your Byway. You can America, Travel and Tourism state travel offices, CVBs, foreign do this one of two ways. • Links to articles written Section (www.travel.prsa.org) tourist offices and even other about the Byway Plan scheduled dates for a and the Travel Industry byways to see how they promote group press trip where you • E-mail link that the media Association of America themselves to the media. Also, drive three to five media can use to send questions (www.tia.org). All of these look at online versions of travel representatives along the or request a travel guide groups host media marketplaces magazines, travel guides, motor route, pointing out the history or press kit where you can meet one-on-one club publications, Internet travel of the area and interesting with travel journalists and pitch magazines and other media to see locations while they take notes. them on why they should the kinds of articles they publish. feature your destination. 11 2004 Workshops: Coming to a Location Near You! If you haven’t registered yet, “Individual byway groups are at The 2004 Power Workshops Registration forms are available don’t wait! And don’t forget different levels of development, will kick off April 20-22 in now at www.bywaysonline.org. your best pair of gym shoes— but all byways need to have a Charlotte, North Carolina. Just complete the registration it will be a workout! sound organization, adequate Priority Registration is available form and return it—while space “We’ve listened to what the funding, and resource strategies for state scenic byway coordinators is still available! Byways are looking for, and to be successful over the long and up to four representatives Return registration forms to: we’ve prepared five easy-to-access, haul,” said Johnson. Attendees from each nationally designated FAX: 218-625-3333 or regional trainings that will will dive into these three topics scenic Byway. All others will America’s Byways Resource Center answer their questions by at the 2004 Power Workshops: be placed on a waiting list Attn: Jeanine Buck addressing key elements critical Strength Training for Byways, and accepted on a first-come- 227 West First Street, #610 for successful Byways,” said and will leave with information, first-served basis immediately Duluth, Minnesota 55802 Michelle Johnson, Deputy models, advice and best practices following the priority registration that lead to desired, lasting deadlines (see below). Space is Questions? Contact Jeanine Buck Director of America’s Byways change for their byways. limited, so register now! at firstname.lastname@example.org or call Resource Center. “Byways won’t 1-8004BYWAYS, ext. 5 or want to miss this!” (218) 625-3310. DATE LOCATION PRIORITY REGISTRATION GENERAL ENROLLMENT DEADLINE OPENS April 20-22 Charlotte, North Carolina March 4 March 5 May 11-13 Colorado Springs, Colorado March 25 March 26 May 18-20 Duluth, Minnesota April 1 April 2 June 15-17 Columbus, Ohio April 29 April 30 August 3-5 Boise, Idaho June 17 June 18 2003 MEDIA PROGRESS REPORT: It’s Working! Continental’s In-flight magazine, ordered through the Web site and In 2004, let’s keep the momentum A merica’s Byways™ is getting the word out and the numbers prove it! the UK’s Essentially America, and lots more! a downward trend in maps ordered through the 800-number. and continue to work together to invite the media to “come closer” In 2003, we had over 292 million In 2003, over 900,000 unique These successes were due to the and experience America’s Byways. media impressions* compared to visitors clicked on www.byways.org, combined efforts of the National * Media impressions = Number of 14 million in 2002. America’s and information on America’s Scenic Byways Program staff in people who might have seen an ad Byways were mentioned in Byways appeared on-line at Washington, D.C., the America’s or campaign. It often runs into the The Washington Post, Better Homes MSNBC.com and Arthur Byways Resource Center staff in hundreds of thousands or millions. and Gardens, Associated Press, Frommer’s Budget Travel. The Minnesota, the Web site experts SELF magazine, the Detroit Free number of maps requested in in Utah, the media outreach team Press, Southern Living, Trailblazer, 2003 was over 82,000. We’ve at Fleishman Hillard, and Byway RV Golfer, GMC The Magazine, seen an upward trend in maps leaders, marketers and coordinators across the country. 12 From Byways to Buyers continued from pg. 3 Byway Success Stories the stories and packages created. complete collection of driving daunting, there are organizations Can itineraries work for your Byway? Adding the meals and attractions travel packages from beginning that are ready to help.” Absolutely. You’ll interest more that the travelers bought created to end. The American Travel Center travelers in exploring the region a return on investment that was Bob O’Connor, CEO of the located in Martinsburg, West than without. Can packaging work quite dramatic. American Travel Center, believes Virginia, is the only national for your Byway? Likely. Distributing Byway experiences “the key to the success of both center devoted to heritage and Take the example of the Blue Ridge through programs such as itineraries and packages is Byways cultural tourism. Delivering Parkway All-American Road. Travelocity and the Travel Industry working in partnership with itineraries and packages featuring Three seasons ago, one complete Association of America’s See destinations, their local convention Scenic Byways is one of the priorities package covered the whole Parkway America Web site adds credibility. and visitors bureau and distribution of the organization. For more while several new shorter packages It creates a perception that Byway partners. Travelers who visit the information, call 304-263-4545. 5 introduced smaller Parkway segments. experiences are on the same Ohio Amish Country National Six room nights were sold then. par as other well-known travel Scenic Byway will have a much The second season resulted in 40 destinations. more authentic experience thanks more room nights. This past Another success story, that of the to their work on that project, than season, a whopping 119 room Ohio River Scenic Route, is in they would if we had not worked nights greatly overshadowed the the making. This Byway recently together. If the task of creating nominal fee that was paid to have enhanced its marketing with a itineraries or packages appears too Off the Shelf Beautiful Roads: A Handbook Aesthetic Design Guidelines: Tribal Tourism Toolkit of Road Architecture Ohio Department of http://www.nathpo.org/Toolkit/NATHPO.pdf http://www.vd.dk/pdf/Beautifu.pdf Transportation http://www.dot.state.oh.us/aestheticdesign/ The approaches to tourism development Many Danish roads are centuries old. PDF/ODOTAesthetics.pdf and management are as unique as tribes Within Denmark, work has been done with themselves. Some tribes consider tourism a architecture and Transportation priority for economic visual qualities projects often stir development, while in road building debate among the others live with and for decades. public and major tolerate visitation, A 64-page policy makers. In preferring to simply online handbook Ohio, the State manage it to their published by Department of greater advantage. the Danish Transportation Produced by the Road Directorate, has issued new National Association Ministry of guidelines for of Tribal Historic Transport, transportation Preservation Officers, a 55-page online provides insights projects dedicated manual contains valuable information that applicable to many to the belief that “the citizens of Ohio is applicable all groups weighing the pros transportation projects. The ambition of the deserve an aesthetically pleasing interstate and cons of tourism. Included are: guide is “for road building to be based on a system, as well as one that is safe and cost • Steps in tourism development joint understanding of the interrelationship effective.” The use of patterns, colors, • Marketing plans among aesthetic enjoyment, good architecture, textures or relief can make a project’s good technical quality, good workmanship, appearance more attractive and compatible • Tourism trends traffic safety, and good economy.” It’s a with local surroundings at little or not • A sample visitor survey, inventory form, stunning international idea book for all those additional cost. The 65-page guide includes resident attitude survey and itinerary involved in planning and maintaining roads. concepts for the design of physical features • Sources for financial and technical and for community involvement. assistance 13 Lights,Camera, Action! Is Creating Your Byway Video Finally Affordable? (Part two of a two-part series) By Larry Valtelhas, Valtelhas Productions first relate to your Byway’s overall B yway organizations utilize a wide variety of media to tell their unique stories. Thanks to story and the goals of your corridor management plan. advances in technology, creating Besides cash for your grant match, a Byway video may now be more there are plenty of other avenues affordable than you may think! to pursue. Can someone donate The November-December 2003 the use of props, talent or time for Vistas contained part one of this your Byway video? Some organiza- two-part series. In that issue, the tions have made extensive use of first three process steps of concept, free on-camera talent graciously budget and schedule were discussed. donated by several individuals that The last two steps of funding and either acted or were interviewed management are explained in for the project. There are many this article. more services you might find nec- Step Four: Funding the project essary for your project, yet do not Over the years, Vistas has presented require any knowledge of video many ideas of funding sources for production. Can someone donate Bradley Bowman, an archaeologist and owner of the Museum of Byway projects. A video production the use of a horse or an antique Archaeology and Material Culture on the Turquoise Trail National Scenic does fit the eligibility requirements Byway, gives an interview as an in-kind contribution for a video news release. automobile for that historic 1930s for more than one category of the interpretive scene? Does anyone FHWA National Scenic Byway have rare historic photos for a grants program (see www.byways- montage? Can someone fly a plane online.org). As described in the At this point in the process, you So where else can you find funding? to take spectacular overhead shots National Scenic Byways Program have almost enough information A great place to start is to contact of your Byway? In-kind ideas are Guidance for Fiscal Year 2004 on the expected costs to write your the stakeholders—both public endless, so when appropriate, Grant Applications, videos can be grant application; however, one and private—along your Byway. include them in your video project. funded in at least two categories: factor is missing. Where are you Is there a golf course, a museum, Step Five: Managing the project (1) Interpretive Information going to acquire matching funds? a ski area, or even a gambling Once you know your project and (2) Marketing. It’s important The National Scenic Byways casino located on the Byway? If requirements, such as the concept to read the guidance before grants program requires a there is, you are probably in luck, (a short paragraph will do), the brainstorming your video concept, 20 percent match. Do not make especially if the organization is expected length of the final video, since the guidance can help you the mistake of thinking you can directly related to your Byway’s the target media, and the venue focus on ideas that may meet sell your video—you cannot sell intrinsic qualities and/or the site where the video will be viewed, National Scenic Byway grant the video under the current grant has been identified in your corridor you should write a “Request For requirements. Once you have viable rules. (Note: At the time of management plan. To entice these Information” and send it to at least ideas for the use of video and its this writing, Congress had not entities to financially support your a dozen vendors. Do not expect relationship to your overall Byway approved funding beyond Fiscal video production, you can feature, that all vendors will respond. goals, incorporate the ideas into Year 2003 for the National Scenic or at least mention them, in your your corridor management plan. Byways grants program). video, but the context should Lights, Camera, Action! continues on pg.15 14 Lights, Camera, Action! continued from pg.14 You can also try to get information If you decide you have some or all by making phone calls and sending the in-house talent and equipment Here are some typical skills that you e-mail. The more specific your to do the job yourself, that is probably will need: requirements, the easier it will be terrific, but for most Byway for potential vendors to give you organizations, it is more likely a • Research estimated costs and valuable contractor will be hired to complete • Scriptwriting information. When you talk to the work. Should you decide to vendors, do not be afraid to ask “make” the video in-house, treat • Narration talent questions. Not only do the answers the project done internally with • On-screen talent provide you with a free education, the same level of management they give you a chance to determine scrutiny as you would with an • Lighting, sound, camera operators if can have a good working outside vendor. Stick to your relationship with the company schedule and budget requirements. • Editing you may hire. If you decide to go to an outside • Authoring (DVD, CD, Web) and duplication When you, the project manager, vendor, you may need to write a (CD, DVD, VHS, broadcast tape services) feel comfortable with the informa- Request for Proposal (RFP). Many tion you have received, it is time states require sealed RFPs by law, technical and schedule details on For more information, to decide to “make or buy.” Do you depending on the level of money paper as possible. please contact: have the resources to create the to be spent and that will vary video you want? If you look at the widely. Check with your state Do not assume a vendor will know Larry Valtelhas credits at the end of a Hollywood scenic byway coordinator about what you want. Communications, Valtelhas Productions production, you can see all the the requirements for your state. both written and verbal, are probably PO Box 668 possible skills that might be Typically, lower cost projects the most important aspect of Cedar Crest, New Mexico 87008 required; but, looking at your bud- require less paperwork, but make management, and managing a Phone: (505)286-8632 get, the list is going to get real sure you budget time and money video project is no different. E-mail: email@example.com short, real fast. If you have the peo- to do all the paperwork required. Now that you have seen an Note: Larry is an active member ple with the necessary production Different states and organizations overview of the video production of the all-volunteer Turquoise skills, they can tell you the equip- score submittals based on many process, it is time to put on your Trail Association. 5 ment you will need to own, pur- factors, but no matter how you producer’s hat and bring that video chase or rent to do the job. comply with your regulations, project to fruition! it is important to address as many Coming and Going Update Your The Federal Highway including the Black River Trail, E-Mail! Administration (FHWA), National Southern Adirondack Trail and the Scenic Byways Program is pleased Taconic State Parkway. As a stu- Has your e-mail to announce that Bethaney dent at St. Lawrence University, address changed? Bacher joined the team in she regularly traveled the Seaway October 2003. She previously Trail and many routes throughout If so, please update us worked at the Rails-to-Trails the Adirondack Mountains. so you don’t miss out Conservancy as Program “I’m looking forward to Coordinator for the National on important Byways traveling America’s Byways Transportation Enhancements and experiencing all they communications and Clearinghouse. have to offer,” she said. news! Send your new As the Accounts Manager at Please join us in welcoming FHWA, Bethaney will oversee contact information to Bethaney to the National Scenic the allocation and use of Byway Byways Program. Bethaney firstname.lastname@example.org. funds, the development of may be reached via e-mail at the bywaysonline.org Byways Bethaney.Bacher@fhwa.dot.gov community Web site, and or by phone at 202-366-4196. 5 Welcome, provide technical assistance to the Byways community. Bethaney Bethaney has a long appreciation for scenic and historic roadways. Growing up in Syracuse, New York, trips to Grandma’s house took her on many state byways, 15 2004 Calendar Send calendar entries by the 5th of each month to email@example.com 2004 FEBRUARY April 20-22, 2004 2004 Power Workshops: MAY JUNE February 5-7, 2004 Strength Training for Byways May 11-13, 2004 June 15-17, 2004 Saving Places 2004: 7th Annual Regional Training Event 2004 Power Workshops: 2004 Power Workshops: Historic Preservation Conference Charlotte, North Carolina Strength Training for Byways Strength Training for Byways Colorado Preservation, Inc. For more information, Regional Training Event Regional Training Event Denver, Colorado please contact Jeanine Buck Colorado Springs, Colorado Columbus, Ohio For more information, please visit E-mail: firstname.lastname@example.org For more information, For more information, http://www.coloradopreservation.org/ or (1-800) 429-9297, option 5 please contact Jeanine Buck please contact Jeanine Buck SP04program.pdf E-mail: email@example.com E-mail: firstname.lastname@example.org April 22-25, 2004 or (1-800) 429-9297, option 5 or (1-800) 429-9297, option 5 February 18, 2004 State Coordinators Conference Call Preserving the Historic Road May 13-16, 2004 Toll-free number, time and passcode in American Conference Lewis & Clark Bicentennial Festival AUGUST to be announced National Trust for Historic Roads Portland, Oregon National Signature Event August 3-5, 2004 2004 Power Workshops: MARCH For more information, please visit For more information, please visit http://www.lewisandclark.state.mo.us/ Strength Training for Byways http://www.historicroads.org/omaha.htm March 11-14, 2004 calendar/natsig.asp Regional Training Event The Core of Interpretation: April 24-28, 2004 Boise, Idaho Discover the Journey International Pow Wow May 18-20, 2004 For more information, NAI Region V Workshop Travel Industry of America (TIA) 2004 Power Workshops: please contact Jeanine Buck Nebraska City, Nebraska Los Angeles, California Strength Training for Byways E-mail: email@example.com For more information, please visit For more information, please visit Regional Training Event or (1-800) 429-9297, option 5 http://www.nairegions.org/5/ http://www.tia.org/PowWow/ Duluth, Minnesota 2004callforpapers.pdf For more information, April 24-28, 2004 please contact Jeanine Buck APRIL APA 2004 National Planning Conference E-mail: firstname.lastname@example.org Washington, D.C. or (1-800) 429-9297, option 5 April 3-6, 2004 For more information, please visit Northeast Association of State http://www.planning.org/ Transportation Officials (NASTO) 2004conference/index.htm 2004 Conference Washington, D.C. For more information, please contact Ms. Viola H. McIver (202) 438-1515 or e-mail: email@example.com America’s BywaysTM Resource Center Presorted First Arrowhead Regional Development Commission Class Mail US Postage 227 West First Street, Suite 610 Duluth, MN 55802 PAID Permit No. 721 Duluth, MN VISTAS is printed on 100% post-consumer recycled paper, processed chlorine free.